scholarly journals Pengaruh Islamic Branding, Celebrity Endorser, dan Pengetahuan Produk terhadap Keputusan Pembelian Konsumen Kosmetik Wardah

2021 ◽  
Vol 4 (2) ◽  
pp. 100-114
Author(s):  
Nurul Luthfiani Pamungkas ◽  
Ibdalsyah Ibdalsyah ◽  
Retno Triwoelandari
Keyword(s):  
Total Sample ◽  
Product Knowledge ◽  
Analysis Method ◽  
Cosmetic Products ◽  
Purchasing Decisions ◽  
Ibn Khaldun ◽  
Islamic Religion ◽  
Celebrity Endorser ◽  
Clear Information ◽  
Celebrity Endorsers

  The increasingly fierce business competition causes producers to have a marketing strategy that can attract consumer buying interest. Cosmetic products are considered to have great potential, especially for halal cosmetic products. The concept of Islamic branding and the concept of marketing using celebrity endorsers is very attractive to consumers' buying interest. There is still a lack of consumer understanding about halal standards for a product, causing producers to have to provide clear information for the products to be sold. This study aims to determine the effect of Islamic branding, celebrity endorser and product knowledge on consumer purchasing decisions for Wardah cosmetics. The research method used is a quantitative method. The population in this study were students of the Faculty of Islamic Religion, Ibn Khaldun University, Bogor with a total sample of 88 respondents. The data analysis method used is SEM-PLS. The results showed that; 1) The Islamic branding variable has a positive but not significant effect on purchasing decisions, 2) The celebrity endorser variable and product knowledge have a positive and significant effect on purchasing decisions. Even though Wardah products already have a halal certificate and use muslimah advertising stars, they are still not enough to influence purchasing decisions. Wardah can improve marketing by adding more Islamic themes.    

scholarly journals Pengaruh Celebrity Endorser dan Label Halal terhadap Keputusan Pembelian Produk Kosmetik Wardah Di Kota Lhokseumawe

2021 ◽  
Vol 6 (1) ◽  
pp. 1-11
Author(s):  
Fuadi ◽  
Munandar ◽  
Khairawati ◽  
Miftahul Jannah Muhammad
Keyword(s):  
Linear Regression Analysis ◽  
Sampling Technique ◽  
Multiple Linear Regression Analysis ◽  
Primary Data ◽  
Purchase Decisions ◽  
Cosmetic Products ◽  
Purchasing Decisions ◽  
Cosmetic Product ◽  
Celebrity Endorser ◽  
Celebrity Endorsers

Abstract This study aims to determine how much influence celebrity endorsers and halal labels have on purchasing decisions for Wardah cosmetic products in Lhokseumawe City. This study uses primary data obtained by distributing questionnaires to 100 respondents selected using the Accidental sampling technique. The data analysis method used is multiple linear regression analysis. The results simultaneously and partially show that celebrity endorsers and halal labels significantly influence purchase decisions for Wardah cosmetic products in Lhokseumawe City. Result of the research shown that simultaneously give significant effect to buyer decision Wardah cosmetic product in Lhokseumawe City and has result F-statistic > F-table (373,379 > 2,31) and has positive relation. While partially celebrity endorser gave positive and siginificant effect to buyer decision with result T-statistic > T-table (3,090 > 1.66). and halal label also gave positive and significant effect to buyer decision Wardah Cosmetic Product in Lhokseumawe City with T-statistic > T-table (13,194 > 1,66).   Keywords: Celebrity endorser, Halal label, Purchase decision.     Abstrak Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh celebrity endorser  dan label halal terhadap keputusan pembelian produk kosmetik wardah di Kota Lhokseumawe. Penelitian ini menggunakan data primer yang diperoleh melalui penyebaran kuesioner kepada 100 responden yang dipilih menggunakan tekhnik Accidental sampling. Metode analisis data yang digunakan adalah metode analisis regresi linier berganda. Hasil penelitian ini menunjukkan bahwa secara simultan berpengaruh signifikan terhadap keputusan pembelian produk kosmetik wardah Di Kota Lhokseumawe dan memiliki nilai F-statistik > F-tabel (373,379 > 2,31) dan memiliki hubungan positif. Sedangkan secara parsial celebrity endorser berpengaruh positif dan signifikan terhadap keputusan pembelian dengan nilai T-statistik > T-tabel (3,090 > 1,66). Dan label halal juga berpengaruh positif dan signifikan terhadap keputusan pembelian produk kosmetik wardah Di Kota Lhokseumawe dengan nilai T-statistik > T-tabel (13,194 > 1,66). .

scholarly journals Pengaruh Pendapatan dan Lingkungan Sosial Terhadap Keputusan Pembelian Secara Taqsith

2020 ◽  
Vol 6 (1) ◽  
pp. 94
Author(s):  
Kustin Hartini ◽  
Inggriani Inggriani
Keyword(s):  
Data Analysis ◽  
Social Environment ◽  
Sampling Technique ◽  
Total Sample ◽  
Linear Analysis ◽  
T Test ◽  
Purchase Decision ◽  
Analysis Method ◽  
Purchasing Decisions ◽  
Environment Variables

Income and social environment are factors that can influence purchasing decisions. The purpose of this study was to determine the effect of income and social environment on purchasing decisions in taqsith. This type of research with a quantitative approach. The sampling technique uses a purposive sampling technique with a total sample of 66 people. The data analysis method uses multiple linear analysis with the help of SPSS. From the results of the T Test and F Test show that partially income variables significantly influence the purchase decision taqsith with a probability value (Sig) 0.017 < (α) 0.05. Social environment variables also have a significant effect on taqsith purchasing decisions with a probability value (Sig) 0.033 < (α) 0.05. Simultaneously income and social environment significantly influence the purchase decision in taqsith and this can be seen from the probability value (Sig) 0,000 < (α) 0.05.

Pengaruh Celebrity Endorser Terhadap Keputusan Pembelian Pada Zenius Education (Survei Pada Komunitas Online Zenius Education)

2020 ◽  
Vol 19 (2) ◽  
pp. 107-113
Author(s):  
Hasna Nur Shabrina ◽  
Reminta Lumban Batu
Keyword(s):  
Secondary Data ◽  
Partial Least Square ◽  
Least Square ◽  
Primary Data ◽  
Purchasing Decisions ◽  
Online Tutoring ◽  
Verification Methods ◽  
The World ◽  
Celebrity Endorser ◽  
Celebrity Endorsers

Zenius is a creation of Indonesian children in the world education. Zenius was built as a technology company which is focused on education services. Zenius Education was founded in 2004 as an offline tutoring, in 2007 it was inaugurated as PT Zenius Education and in 2010 as an online tutoring. The purpose of this study was to determine the effect of celebrity endorser on purchasing decisions at Zenius Education. This research was conducted using descriptive and verification methods. This research is a quantitative census research. The population in this study is Instagram followers of Zenius Education. This study is used the type of primary data and secondary data. Data is processed using path analysis with Partial Least Square (PLS). The results show that celebrity endorsers have an influence on purchasing decisions.

scholarly journals The Influence of Celebrity Endorser, Brand Image, and EWOM on Consumer Purchase Decisions of Sunco Cooking Oil 

Academia Open ◽  
2021 ◽  
Vol 5 ◽  
Author(s):  
Atika Dwi Wardani ◽  
Lilik Indayani
Keyword(s):  
Quantitative Methods ◽  
Brand Image ◽  
Purchase Decisions ◽  
Purchasing Decisions ◽  
Cooking Oil ◽  
Analysis Technique ◽  
Statistical Program ◽  
Celebrity Endorser ◽  
Data Collection Technique ◽  
Celebrity Endorsers

This study aims to determine celebrity endorsers, brand image, and E-WOM on consumer purchasing decisions on Sunco cooking oil (study in Sedati Gede Village, Sidoarjo Regency). This research is a descriptive study using quantitative methods. The data collection technique is by distributing questionnaires to 100 respondents who are customers of Sunco cooking oil. The analysis technique used in this study is multiple linear regression using the SPSS (Statistical Program for Social Science) version 18 for windows. The results of this study indicate that the celebrity endorser variable has an effect on purchasing decisions, the brand image variable has an effect on purchasing decisions, and E-WOM has an effect on purchasing decisions for consumers of Sunco cooking oil (study in Sedati Gede Village, Sidoarjo Regency).

scholarly journals Pengaruh Label Halal, Asosiasi Merek, Iklan, dan Celebrity Endroser terhadap Keputusan Pembelian (Survei Pada Konsumen Wardah Di Malang

2018 ◽  
Vol 1 (2) ◽  
pp. 110
Author(s):  
Premi Wahyu Widyaningrum
Keyword(s):  
Significant Influence ◽  
Total Sample ◽  
Quantitative Approach ◽  
Emotional Engagement ◽  
Survey Method ◽  
Purchase Decisions ◽  
Brand Associations ◽  
Cosmetic Products ◽  
Purchasing Decisions ◽  
Brand Ambassadors

<p>ABSTRACT</p><p><br />Moslem consumers tend to choose products that are declared halal compared with products that have not been declared halal by the authorities. No exception in terms of cosmetic purchase. Cosmetics is one such purchase that emphasizes emotional engagement, so sometimes idol figures (celebrities) who become brand ambassadors in a cosmetic ad can stimulate purchases. Halal Label Relationships with Advertisements, Celebrity Endrosers, Brand Associations, and Purchase Decisions are how marketers create halal and certified products so that Muslim consumers feel protected to consume them. The purpose of this study is to determine the factors that affect consumer purchasing decisions on Wardah cosmetic products. This type of research is explanatory with quantitative approach and survey method. The research location is in Malang Town Square with total sample of 57 respondents. The findings indicate that there is a positive and significant influence among the variables studied.</p><p>Keyword: Halal Lable, Brand Asosiation, Ads, Celebrity Endroser, Purchase Decisions</p>

scholarly journals PENGARUH KUALITAS PELAYANAN, HARGA, DESAIN PRODUK, DAN CELEBRITY ENDORSER TERHADAP KEPUTUSAN PEMBELIAN PAKAIAN MAHASISWA PADA APLIKASI SHOPEE (STUDI KASUS MAHASISWA JURUSAN FARMASI UNIVERSITAS PERINTIS INDONESIA)

2021 ◽  
Vol 16 (2) ◽  
Author(s):  
Syaiful Anwar ◽  
Mhd Aldiansyah Lubis
Keyword(s):  
Regression Analysis ◽  
Linear Regression ◽  
Linear Regression Analysis ◽  
Sampling Technique ◽  
Multiple Linear Regression Analysis ◽  
Purchasing Decisions ◽  
Celebrity Endorser ◽  
Validity Tests ◽  
The Right ◽  
Celebrity Endorsers

The growing internet today encourages companies to determine the right marketing strategy to survive and win the competition from its competitors. Like using the Shopee application as an e-commerce or online trade used in marketing products and services. The population in this study were students of the Department of Pharmacy, Universitas Perintis Indonesia TA. 2017-2020 as many as 659 students. The research sample was 87 students with sampling technique using non-probability sampling technique with purposive sampling technique or sampling technique with certain considerations. Data collection was carried out by distributing questionnaires while data processing used validity tests, reliability tests, multiple linear regression analysis and t tests using SPSS version 20. The results of this test prove that service quality, price, product design and celebrity endorsers have a positive and significant influence. to purchasing decisions.

scholarly journals THE IMPACT ON TRUST AND ONLINE BUYING DECISIONS THROUGH INFORMATION QUALITY, CELEBRITY ENDORSER AND PRICE PERCEPTION AT INSTAGRAMS IN SURABAYA

2020 ◽  
Vol 8 (2) ◽  
pp. 79-97
Author(s):  
Abdul Halik
Keyword(s):  
Information Quality ◽  
The Internet ◽  
Purchasing Decisions ◽  
Price Perception ◽  
Business People ◽  
Celebrity Endorser ◽  
Online Buying ◽  
Celebrity Endorsers ◽  
Buying Decisions

the development of e-commerce today is not only selling and buying products online but also people are always using the internet for convenience in their lives. Activities in e-commerce include the process of providing products, sales, services, shipping and payment systems for consumers with the support of a network of business partners throughout the world. The internet for business people can be used to market products with low advertising costs. Instagram is one of the internet sites in Indonesia that implements the e-commerce system in the world. This website, Instagram, is visited by many people from Indonesia and abroad because it is easy to access. Instagram provides a business profile account that has its advantages for business people. Instagram is a social media based on mobile applications, so it is easy to use wherever you want to access your account without using a computer. Using the Instagram application there are no special requirements for selling or shopping on the Instagram application, but you need to register an account on Instagram, then you can take advantage of all the features offered by this application. The aim of making it easier to buy and sell people online and get efficiency in online shopping. The research objective is to find out the significances of trust, celebrity endorser, and price perception on online purchasing decisions via Instagram. There are 200 online respondents in Surabaya to get these data. This type of research is a quantitative research method with an explanatory method to get the answers. Each variable can be known to contribute to shaping consumers to make online buying decisions. The tool used to analyze this research is SEM version of AMOS 24. Research with information quality, celebrity endorser and price perception influences trust as an intervening variable of purchasing decisions. These mean the exogenous variables used in this study affect consumer confidence. The information presented is clear, the role of the maximum endorser and the perceived price perception can be trusted, then online shoppers will immediately decide to buy the items needed. While the direct effect of the exogenous variable to the endogenous variable is only the price perception variable which has a positive and significant effect. The information quality and celebrity endorsers have a positive but not significant effect, meaning that consumers who buy only see offers of prices related to discounts, free shipping, and guarantees provided by online sellers. The information quality in the online purchasing process makes consumers adequate trusted the information that is displayed on Instagram. The role of celebrity endorsers in advertising products or services is desirable to motivate prospective online buyers. The endorsers can increase the enthusiasm to buy items that are promoted on Instagram. It can influence consumers buying decisions. Moreover, confidence variables can help remind consumers of complete information, famous endorsers and price perceptions that include price discounts, guarantees on products purchased until they are in good condition and according to buyer expectations. Online businesses must take all risks because there is no guarantee that the products received are the same as the picture displayed. Information that is easily accessible and discounted prices that are interested and gives reasonable guarantees to consumers. Trust will grow well if supported by clear information, there will be an online purchasing decision. The existence of an online business can provide convenience to human needs and job creation to reduce unemployment in Indonesia, especially the young generation. 

scholarly journals A RESEARCH ON THE ROLE OF CONSUMER INVOLVEMENT AND PRODUCT KNOWLEDGE LEVELS ON PURCHASING DECISIONS

2019 ◽  
Vol 4 (2) ◽  
pp. 162-183
Author(s):  
Gözde KANDEMÄ°R ◽  
Serdar PÄ°RTÄ°NÄ° ◽  
Azra BAYRAKTAR
Keyword(s):  
Information Search ◽  
Perceived Risk ◽  
Consumer Involvement ◽  
Survey Method ◽  
Product Knowledge ◽  
Knowledge Level ◽  
Cosmetic Products ◽  
Purchasing Decisions ◽  
Hedonic Value ◽  
Knowledge Levels

The aim of the research is to examine the relationship between consumer involvement and product knowledge level with utilitarian (smartphone) and hedonic (cosmetic) products and their purchasing decisions. In this study, data were collected by using survey method which is widely used in data collection in marketing researches. The research was conducted with 456 university students. Factor analysis, independent t test, one way variance (ANOVA) and correlation analysis were used in the study. When the results of the research were examined, it was found out that the perception of the men was statistically high for the interest, hedonic value, the importance of perceived risk and the product knowledge levels for information search and purchasing intention factors. In research on cosmetic products, involvement in consumer interest variable, hedonic value and sign value factors of products and product knowledge level, perception of women in information search and purchase intention were significantly higher.

scholarly journals DAMPAK DIGITALISASI TERHADAP INDUSTRI SKINCARE

2021 ◽  
Vol 4 (1) ◽  
pp. 64-71
Author(s):  
Dila Komala Sari ◽  
Arif Sugiono ◽  
Prasetya Nugeraha
Keyword(s):  
Data Analysis ◽  
Service Quality ◽  
Linear Regression Analysis ◽  
Sampling Technique ◽  
Total Sample ◽  
Multiple Linear Regression Analysis ◽  
Purchasing Decisions ◽  
Descriptive Data ◽  
Purposive Sampling ◽  
Celebrity Endorser

This study aimed to determine how much influence e-service quality, e-advertisement, and celebrity endorser had on online purchasing decisions at Bening's Clinic skincare. The population in this study were Bening's Clinic consumers. The data were obtained from questionnaires that were filled out online using a Likert scale,. The sampling technique used was purposive sampling technique with a total sample size of 385 respondents from Bening's Clinic consumers. The data analysis of this research used descriptive data analysis and multiple linear regression analysis. The results of this study indicated that e-service quality partially did not had a significant effect on purchasing decisions, e-advertisement and celebrity endorsers partially have a significant effect on online purchasing decisions at Bening's Clinic skincare. In this study, trust and response were dominant factors that need to be maintained, because they determined Bening's Clinic's online skincare purchase decision as a beauty product.    Abstrak Penelitian ini bertujan untuk mengetahui seberapa besar pengaruh e-service quality, e- advertisement, dan celebrity endorser terhadap keputusan pembelian secara online pada skincare Bening’s Clinic. Populasi dalam penelitian ini adalah konsumen Bening’s Clinic. Data tersebut diperoleh dari kuesioner yang diisi secara online dengan menggunakan skala likert, . teknik pengambilan sampel menggunakan teknik purposive sampling dengan jumlah sampel sebanyak 385 responden konsumen Bening’s Clinic. Analisis data penelitian ini menggunakan analisis data deskriptif dan analisis regresi linear berganda.Hasil penelitian ini menunjukkan bahwa e-service quality secara parsial tidak berpengaruh signifikan terhadap keputusan pembelian, e- advertisement dan celebrity endorser secara parsial berpengaruh signifikan terhadap keputusan pembelian secara online pada skincare Bening’s Clinic. Pada penelitian ini kepercayaan dan respon menjadi faktor dominan yang perlu dipertahankan, karena menentukan keputusan pembelian online skincare Bening’s Clinic sebagai produk kecantikan.  

scholarly journals PENGARUH PROMOSI MEDIA SOSIAL, CELEBRITY ENDORSER, DAN PERCEIVED QUALITY TERHADAP KEPUTUSAN PEMBELIAN

2021 ◽  
Vol 16 (1) ◽  
pp. 45
Author(s):  
Sisnuhadi Sisnuhadi ◽  
Stefanus Kevin Sirait
Keyword(s):  
Social Media ◽  
Perceived Quality ◽  
Coefficient Of Determination ◽  
Purchase Decision ◽  
Purchasing Decisions ◽  
Independent Variables ◽  
Celebrity Endorser ◽  
The Impact ◽  
Celebrity Endorsers ◽  
Special Region

ABSTRAK Penelitian ini dilakukan  untuk mengeksplorasi dampak promosi media sosial, celebrity endorser, dan perceived quality terhadap keputusan pembelian pada produk  SuperTrack Clothing di Daerah Istimewa Yogyakarta. Regresi linier berganda diterapkan untuk signifikansi antar variabel, dan uji koefisien determinasi.   Variabel  independen dalam penelitian ini yaitu promosi media sosial, celebrity endorser, dan perceived quality sedangkan variabel dependen dalam penelitian ini adalah   keputusan pembelian. Penelitian ini menemukan bahwa bahwa semakin gencar promosi media sosial akan meningkatkan keputusan pembelian, semakin terkenal celebrity endorser akan meningkatkan keputusan pembelian, semakin kuat perceived quality yang dimilliki konsumen, akan mendorong peningkatan keputusan pembelian. Kata Kunci: promosi media sosial, celebrity endorser, perceived quality, dan keputusan pembelian ABSTRACT This research was conducted to explore the impact of social media promotion, celebrity endorsers, and perceived quality on purchasing decisions on SuperTrack Clothing products in the Special Region of Yogyakarta. Multiple linear regression was applied for significance between variables, and the coefficient of determination test. The independent variables in this study are social media promotion, celebrity endorser, and perceived quality, while the dependent variable in this study is the purchase decision. This study found that the more intense social media promotion will increase purchasing decisions, the more well-known celebrity endorsers will improve purchasing decisions, the stronger the perceived quality that consumers have, will encourage an enhance in purchasing decisions.Keywords: social media promotion, celebrity endorser, perceived quality, and purchasing decisions

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